The Brief

All About Business is the home of exclusive Dragons Den behind the scenes content. It showcases Irelands very first, live interactive game which viewers can play at home on their PC, laptop, iPad, iPhone or android device.

Our objective of the Dragons’ Den Live Concept is to funnel viewers from the TV show online through to members of the long-term www.allaboutbusiness.ie community. By leveraging the BOI sponsorship of the show, we aimed to increase connections on our social media platforms, increase traffic to the site and position allaboutbusiness.ie as a knowledge resource.

The Work

To utilise online presence, TV stings and the continuity within the show to make people aware of Bank of Ireland’s involvement and drive them to www.allaboutbusiness.ie/denlive for deeper engagement with exclusive behind the scenes video content and Ireland’s first, live interactive game which you can play along while watching the TV show.

AAB’s sponsorship activation of the Dragons’ Den TV show recently won the “Best Campaign” and Grand Prix Prize at the 2012 eircom Spiders, the campaign was a huge success with 58,000 visits to the site, 67,000 video views and 15,000 people playing the game. “In terms of making a sponsorship work hard for you, this is a great example of that” Carolan Lennon, Chief Commercial Officer, eircom.